Fun Experiences of Young Consumers

Consumer fun is central to playful, hedonic and experiential consumption. Yet the concept of fun is under-theorized in the consumer behavior literature. This research investigates consumer fun as it is grounded within the everyday consumption practices of young adults. Based on projective exercises and long interviews, preliminary findings suggest that consumer fun is a multifaceted experience that blends mixed emotions, imagination and a sense of control and is primarily embedded in a social context. Findings also suggest that consumers enact an optimal level of fun constructed via an interplay between an ethos of fun morality and individual self-control.


Sayantania Mukherjee and Alladi Venkatesh (2006) ,"Fun Experiences of Young Consumers", in AP - Asia-Pacific Advances in Consumer Research Volume 7, eds. Margaret Craig Lees, Teresa Davis, and Gary Gregory, Sydney, Australia : Association for Consumer Research, Pages: 72-72.


Sayantania Mukherjee, University of California Irvine, USA
Alladi Venkatesh, University of California Irvine, USA


AP - Asia-Pacific Advances in Consumer Research Volume 7 | 2006

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